학술논문
How Does Power Distance Belief Impact Variety-Seeking Behavior? A Moderated Mediation Approach
이용수 32
- 영문명
- How Does Power Distance Belief Impact Variety-Seeking Behavior? A Moderated Mediation Approach
- 발행기관
- The International Academy of Global Business and Trade
- 저자명
- Qi An Jinzhe Yan Yeonggil Kim
- 간행물 정보
- 『Journal of Global Business and Trade』Vol. 19, No. 6, 247~261쪽, 전체 15쪽
- 주제분류
- 사회과학 > 무역학
- 파일형태
- 발행일자
- 2023.12.31
4,600원
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국문 초록
영문 초록
Purpose - This research aims to enhance knowledge of variety-seeking behavior by establishing a novel antecedent based on consumer internal characteristics instead of external stimuli. The report also argues that the insights gleaned can illuminate a method to analyze consumer decision-making based on intrinsic motivation. This study evaluated a potential connection between power distance belief and variety-seeking behavior. This study evaluates variety-seeking behavior by brand, color, taste, and fashion preferences. Varietyseeking behavior is essential in understanding consumer choices. This paper aims to find the mechanism of the relation between power distance belief with variety-seeking behavior, along with the boundary condition of variety-seeking behavior.
Design/Methodology/Approach - This study performed three experiments for measurement and hypothesis testing. This study employed analysis of variance, multiple regression, and process macro for moderated mediation testing with SPSS 28.0.
Findings - This research confirms the prediction that higher power distance beliefs tend to elect variety through Study 1, and that risk-seeking mediates the moderation of boredom between power distance belief and variety-seeking behavior through Study 2. The authors conclude by discussing the implications for the application of the theory for managers.
Research Implications - These contributions provide professionals with practical consequences for a variety of marketing tasks, such as market segmentation, product extension and innovation, and advertising guides.
목차
Ⅰ. Introduction
Ⅱ. Literature Review and Hypotheses Development
Ⅲ. Study 1: PDB and Variety-Seeking Behavior
Ⅳ. Study 2: The Role of Boredom
Ⅴ. Study 3: PDB at the National Level
Ⅵ. Conclusions
References
해당간행물 수록 논문
- Green Innovation, Environmental Certification, and the Sustainable Development of Enterprises in China
- Journal of Global Business and Trade(JGBT) Vol. 19, No. 6 Contents
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- Analysis of Investment Intention Factors by Multiple Subjects to Crowdfunding Types
- Do a Firm’s Depth and Diversity of International Experience Increase Its Speed of Foreign Expansion? Evidence from South Korean Firms
- A Review of the Theoretical Developments and Challenges in Regional Trade Agreements
- The Antecedents of Online Purchase Intention of Generation Z and Millennials toward Organic Cosmetics in an Emerging Economy
- How Does Power Distance Belief Impact Variety-Seeking Behavior? A Moderated Mediation Approach
- Structural Understanding of Influencer Worship in Social Media: The Formation and Consequences of Influencer Power
- The Nexus of Teamwork, Communication Competence, and Employee Performance: The Mediating Role of Employee Competence
- Mixture of Large and Small Firms in General Equilibrium
- Role Clarity and Individual Performance at Work: The Role of Emotional Exhaustion and Interpersonal Justice
- The Effect of Conspicuous Consumption on Consumer Purchase Intention: The Mediating Role of Perceived Value
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